How to create a landing page

September 2016

How to create a landing page

A landing page is a single webpage on which an internet user lands after clicking on a link shared in the context of an email campaign. Also called "lead capture page", it usually contains information relevant to the user. The aim of a landing page is to convert visits into sales. To meet this objective, it must be designed while keeping the overall marketing strategy in mind.

In this article we shall discuss about the good practices to be adopted for the creation of a landing page.

What is a landing page?

A landing page is a web page optimized to accommodate the user.
It takes the form of a standalone webpage which will open when the user click on a link inserted in:
  • an e-mail,
  • a visual advertising,
  • an adwords campaign
  • a text hosted on a third party site.

What differs a landing page from the homepage of a website, is that it offers a more specific content (relevant to the visitor's query).

A landing page can be:
  • Temporary - implemented in the context of a campaign
  • Permanent - acts like a presentation page for a particular service or product.

Designing a landing page

Defining the objectives of the landing page

The role of a landing page is to convert a visit in a meaningful result for the company: it a key component of any online marketing campaign. The efficiency of the landing page is determined by the conversion rate. With the use of mobile device (tablet or smartphone) to access the internet, the landing page also responds to new technical challenges. It must be responsive, to adapt to the terminal on which it is being viewed.

The objectives of the landing page will differ depending on the type of campaign being conducted.
  • Better understand the target: the type of users (demographics)? The visual content (graphics, text)?
  • The expected objectives: define the expected conversion rate? How information will be saved or shared (download a document, take an appointment, purchase a product, browse a website).
  • Choose the dissemination method: How the user will discover the landing page (a campaign on a website, e-mailing, social networks or through search engines).

How to get an optimal conversion rate

  • The landing page should be designed to satisfy a particular target.
  • For each landing page, choose a unique visual content (Self-explanatory graphics, clear and concise texts).
  • The landing page can be optimized with specific keywords to promote its ranking on the search engines.
  • Highlight the "call to action" button. This button allow the user to perform specific actions on the landing page: Save coordinates, download a document, take an appointment or purchase a product ...
  • Don't forget to add a link to the corporate website of the company.

Creating a responsive design page

Internet users are more likely to connect from a mobile device (smartphone or tablet). A responsive design page can automatically adapt to the screen resolution being used.

Is the landing page efficient? The performance indicators

The effectiveness of a landing page can be measured using several indicators. The conversion rate indicates the proportion of Internet users who responded to the objectives of the landing page.
  • The number of orders.
  • The number of registered users.
  • The number of downloads.

These values can be compared to the number of recorded visits or the number of clicks on the action button.

The bounce rate is another important indicator.
  • Get an estimation of the number of users who have left the landing page without realizing the intended action/purpose.

Image ©

Related :

This document entitled « How to create a landing page » from CCM ( is made available under the Creative Commons license. You can copy, modify copies of this page, under the conditions stipulated by the license, as this note appears clearly.